The Super Bowl Experience at the Minneapolis Convention Center provides dozens of activities for families leading up the big game. One activity stands out from the rest highlighting not athletics but the importance of dairy.
Being a farmer has always been part of Doug Heintz's plan.
"Our farm is between Houston and Caledonia," Heintz said, Owner of Heintz Badger Valley Farm. "We're currently milking around 180 cows."
Heintz is using Super Bowl LII to share his passion with others.
"We have so many people coming through right now," Heintz said. "It's just a good time to tell our story."
With more than 55,000 people expected to visit the Fuel Up to Play 60 program booth leading up to Super Bowl Sunday, Heintz cannot take everyone back to his farm. Instead, he brought the farm to the people through virtual reality.
"They're able to reach in. They're able to take the roofs off of the buildings. They can see the cows inside," said Heintz. "They can pick up the coin. They're trying to get the most coins. That's what they're trying to do."
"It's really fun, and it's cool," said Jaxon, a student who tried out the virtual reality experience.
It is an interactive way to shed light on a shrinking yet important industry.
"Kids love technology and they love being active," said Lisa McCann with Midwest Dairy Council. "It's just a great way I think to incorporate learning into something kids enjoy doing."
"Generations back, we had grandparents and such that lived on the farm, and that's how people found out where the food comes from," Heintz said. "Now, we're just getting more distant from it."
Heintz is joined by other Minnesota dairy farmers to help answer questions from the public.
"Milk is basically in 48 hours from the farm to the grocery store to the school," McCann said. "One child I asked this morning, I asked him how long, and he said five years."
Midwest Dairy Council partners with the NFL to sponsor the Fuel Up to Play 60 program. It can be found in more than 70,000 schools across the country. The goal of the program is to encourage students to have an active lifestyle and make healthy choices.